Australian research firm looks at supermarket magazines and finds Coles winning readers

The Australian research company Roy Morgan Research released a look at the readership of supermarket magazines, comparing the readership of Coles Magazine and Woolworth’s Fresh. The report shows Coles beating out their rival by a wide margin.

According to the report, one in five Australian’s over the age of 15 read Coles Magazine, for a total of 3.7 million readers, well ahead of Woolworth’s Fresh, which is read by 2.1 million Australians.

“The media industry is a dynamic place to be right now, with all manner of new alliances, partnerships and relationships. Digital and non traditional tie-ups are stretching the boundaries and disrupting the media industry as we know it!” Tim Martin, General Manager – Media, Roy Morgan Research, said.

“In this example, Coles has successfully extended their brand into the print medium and all those involved, including the publisher Bauer Media, should be rightly pleased of the rapid takeup by readers and this success story for print. By reaching 1 in 5 Australians in a month, Coles is able to deliver to stocked brands and other advertisers a massive audience of predominantly main household grocery buyers seeking relaxed and informative content.”